Asia-Pacific Cross-Border B2C E-Commerce 2018

Asia-Pacific Cross-Border B2C E-Commerce 2018

yStats.com report says half of online shoppers in Asia make purchases cross-border

A new publication from Hamburg-based secondary market research firm yStats.com, “Asia-Pacific Cross-Border B2C E-Commerce 2018,” covers online retail imports and exports in 10 nations of the Asia-Pacific region. The company’s CEO and founder, Yücel Yelken, comments “over half of online shoppers in this populous region shop on websites based outside their own nation”.

Highest concentration of cross-border shopper is in Hong Kong and Singapore
While more than 50% of online shoppers in the Asia Pacific region made purchases from abroad, the percentage is much higher in the city-state of Singapore and in Hong Kong. Australia and New Zealand also have a significantly higher share of cross-border shoppers than the regional average, according to surveys cited in the yStats.com report. One nation that shuns the cross-border trend is Japan, as over 90% of online shoppers there only buy in-country.

Handheld connections used for cross-border shopping in Asia-Pacific region
A recent survey cited in the yStats.com report indicates that cross-border purchases in the most populous nations in the Asia-Pacific region, China and India, are made through smartphones and tablets more than on desktop computers. The report also reflects that China, the USA and Japan are the most popular destinations for Asia-Pacific’s cross-border shoppers.

Apparel leads other product categories in cross-border trade
Clothing and accessories is top product category in cross-borders shopping in the Asia-Pacific region, according to data included in the yStats.com publication. Sales of this product grouping made up over a third of cross-border volume in South Korea.


1. Management Summary
2. Global Developments
Cross-Border Retail E-Commerce Sales, in USD billion, 2017e & 2022f
Cross-Border Share of Retail E-Commerce Sales, in %, 2016 & 2022f
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers, October 2017
Top Two Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, 2016 & 2017
Main Concerns Related to Cross-Border E-Commerce, in % of Businesses, 2017e
Cross-Border Online Shopper Penetration, by Selected Countries and Regions, in % of Online Shoppers, Q3 2017
Selected Top Countries by Share of Cross-Border Online Shoppers Preferring to Shop via Smartphone, in %, October 2017
3. Asia-Pacific
3.1. Regional
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
Top 4 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, 2017
Cross-Border Online Shopper Penetration, by Selected Markets, in % of Online Shoppers, May 2018
Average Share of Cross-Border Online Purchases Made on Each Device, by Desktop/ Laptop/ Netbook, Smartphone, Tablet and Other Device, in %, According to Cross-Border Online Shoppers in China, Hong, Kong, India, Japan, Philippines, Singapore, Thailand, April 2018
Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Australia, China, India, South Korea and New Zealand, October 2017
3.2. China
Cross-Border B2C E-Commerce Market Overview and Trends, July 2018
Retail E-Commerce Imports, in CNY billion, and CAGR, in %, by Six Comparative Estimates, 2015-2021f
Breakdown of Cross-Border E-Commerce Imports, by B2C and C2C, in %, 2013 – 2017e
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2013 - 2017
Cross-Border Online Shoppers, in millions, and Penetration, in % of Online Shoppers in China, 2016 - 2021f
Breakdown of Cross-Border Shopping Frequency and Average Order Value in CNY of Cross-Border Pucrases, in % of Cross-Border Online Shoppers, H1 2017
Breakdown of Cross-Border Online Shoppers, by Gender and Age Group, in % of Cross-Border Online Shoppers, 2016
Top Product Categories in Cross-Border Online Shopping, by Purchased Last Year and Wanted for Purchase in the Future, in % of Cross-Border Online Shoppers in China, March 2018
Product Categories Purchased Cross-Border at Least Once a Month, in % Cross-Border Online Shoppers, May 2018
Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in China, May 2018
Factors Important for Cross-Border Online Purchase Decision, in % of Cross-Border Online Shoppers in China, March 2018
Breakdown of Problems Experienced When Shopping Cross-Border, in % of Cross-Border Online Shoppers in China, 2017
Important Factors When Choosing Where to Buy Cross-Border, in % of Cross-Border Online Shoppers in China, 2017e
Preferred Vendor Origin Countries for Cross-Border Online Shopping, in % Cross-Border Online Shoppers in China, May 2018
Breakdown of Types of Channels Used for Cross-Border Online Shopping, by Domestic and Overseas Shopping Websites, in % of Cross-Border Online Shoppers, 2017e
Types of E-Commerce Platforms Used for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in China, May 2018
Breakdown of Cross-Border Retail E-Commerce Imports, by Platform, in %, Q1 2018
Cross-Border E-Commerce Exports, in CNY trillion, and Breakdown by B2B and B2C/C2C, 2011 – 2017
3.3. Hong Kong
Cross-Border Online Shopper Penetration, in % of Online Shoppers in Hong Kong, 2017e
Annual E-Commerce Sales Turnover of Hong Kong Merchants, in HKD billion, by Local, Inbound and Outbound, 2016
3.4. Taiwan
Average Annual Cross-Border Online Spending per Shopper, in TWD, 2016 & 2017
Cross-Border Online Shopper Penetration, in % of Internet Users in Taiwan, 2017
Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Taiwan, 2017
Platforms Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Taiwan, 2017
3.5. Japan
Cross-Border B2C E-Commerce Imports from China and the USA to Japan, in JPY billion, 2017e – 2021f
Cross-Border B2C E-Commerce Exports from Japan to China and the USA, in JPY billion, 2017e – 2021f
Top 5 E-Commerce Export Destinations for Merchants in Japan, by Total, Large Companies and SMEs, by Current and Considered, in % of Surveyed Merchants in Japan, 2016
3.6. South Korea
Cross-Border E-Commerce Imports, in KRW billion, 2014 - 2017
Cross-Border E-Commerce Exports, in KRW billion, 2014 – 2017
Top 3 Countries Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
Breakdown of Cross-Border E-Commerce Imports, by Region/Country of Origin, in %, 2015 & 2017
Breakdown of Cross-Border E-Commerce Exports, by Region/Country of Destination, in %, 2015 & 2017
Breakdown of Cross-Border E-Commerce by Product Category, by Imports and Exports, in %, 2016 & 2017
Cross-Border E-Commerce Imports and Exports, by Product Category, in KRW billion, and Year-on-Year Change, in %, 2016 & 2017e
3.7. Australia
Cross-Border Online Shopper Penetration, in % of Online Shoppers in Australia, 2017e
Breakdown of Online Spending by Domestic and Cross-Border, by Product Category, in %, and Year-on-Year Change of Online Spending, by Product Category, in %, 2016 & 2017
Breakdown of Cross-Border Online Spending by Age Group of Shoppers, in %, 2017
Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
Share of Cross-Border Online Shoppers Who Had Their Latest Cross-Border Online Purchase Delivered by Post, in %, 2017
Breakdown of Problems Encountered When Shopping Cross-Border, in % of Cross-Border Online Shoppers, April 2017
3.8. India
Selected Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers in India, October 2017
Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
Annual Cross-Border B2C E-Commerce Market Size Estimate, in USD billion, Compared to Total Exports, as of April 2017
3.9. New Zealand
Cross-Border Share of E-Commerce Spending, in % and in NZD billion, 12 Months to February 2018
Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
3.10. Thailand
Top Platforms Used to Purchase Products Online, in % of Online Shoppers, February 2017
Breakdown of E-Commerce Sales (incl. B2C, B2B, B2G) by Domestic Sales and Exports, in %, 2014 - 2016
E-Commerce Sales of SMEs in Thailand Generated via Foreign Websites, in THB million, by Sector, 2015 & 2016
3.11. Vietnam
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017e
Breakdown of E-Commerce Companies by Scope of Operations, in %, 2016
Breakdown of the Percentage Share of Orders Received via Electronic Means in Total Value of Export Orders, in % of Companies Involved in Exporting, 2016
3.12. Malaysia
Breakdown of Online Shoppers by Local Only, Cross-Border Only and Local and Cross-Border, in %, February 2017
3.13. Philippines
Cross-Border B2C E-Commerce Spending, in PHP billion, 2017 & 2018f
Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, April 2018
Top 3 Barriers to Cross-Border Online Shopping, in % Cross-Border Online Shoppers in Philippines, April 2018
Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, April 2018

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook